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CMI’s 9th Annual LGBT Community Survey® U.S. Overview Report • July 2015

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LGBT Community Survey is a trademark of Community Marketing, Inc. Entire contents © Community Marketing, Inc. Reproduction or distribution by permission only. Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

ABOUT US

Community Marketing & Insights has been conducting LGBT consumer research since 1994. Our practice includes online surveys, telephone Let us help you better understand your interviews, intercepts, focus groups (on-site and online), and advisory opportunities, grow your LGBT market share, boards in North America, Europe and Asia. Industry leaders around the and improve return on investment. world depend on CMI’s research and analysis as a basis for establishing baselines, feasibility evaluations, positioning, economic impact, creative testing, informed forecasting, measurable marketing planning, and assessment of return on investment.

Key findings have been published in , Washington Post, Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Miami Herald, CBS News, CNN, NPR, and many other international, national and regional media.

CMI’s research clients include leaders from a wide range of industries. In the past few years, studies have been produced for these and many other clients: Wells Fargo Bank, Aetna, Target Brands, DirecTV, Hallmark, Telus, SunTrust Bank, Johnson & Johnson, WNBA, OraSure, Credit Suisse, Esurance, Merz Radiesse, NYC & Company, Las Vegas CVA, Hyatt Hotels Corp., Tourism , Tourism Office of Spain, Hawaiian Airlines, United States Census Bureau, American Cancer Society, Kaiser Family Foundation, International Fund for Animal Welfare, The City University of New York, University of , and numerous other corporations and organizations across North America and around the world. 2

Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

ABOUT THE SURVEY

METHODOLOGY: EXPLORING CULTURAL LGBT COMMUNITY MEMBERS

This online survey on LGBT consumers was made available through the websites, email lists and social media of our 170+ LGBT media and organization partners. Since these media do not necessarily attract in proportional by gender and generation, the report often presents the data by demographic segments within the LGBT community to account for differences in participant numbers within each gender/generation group. Importantly, the sample reflects the readership/membership of this broad range of LGBT focused media outlets, organizations and events. This means that the results summarized here are representative of consumers who are engaged with the LGBT community and can be reached through LGBT media, organizations and events.

Gender expansive includes participants who described themselves as , , , , non-binary, gender and/or gender fluid.

SURVEY RESPONDENTS

Over 20,000 respondents across 96 countries completed the 9th

Annual LGBT Community Survey.

This report focuses on U.S. data for over 12,700 self-identified and bisexual men, over 3,200 and bisexual women and over 1,000 transgender and gender non-binary community members.

Respondents were recruited from over 170 LGBT media, events and partner organizations (see following slide). 3 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

In partnership with Rivendell Media, CMI’s 9th Annual LGBT Community Survey respondents were referred from the following LGBT research partners (media, events and organizations).

!! Omg Blog !! Damron LGBT Travel Guides Festival OUTTraveler.com #Boom Magazine DAVID ATLANTA INBA - Inland Northwest Business OUTtv Network Southern Comfort Conference A&U Magazine Delta Foundation of Pittsburgh Alliance Pasadena Pride Center StartOut Achieving Joy Desert Daily Guide Palm Springs InterPride Pink Banana Media SWERV Magazine Adelante Magazine Detroit Regional LGBT Chamber of Jim Toy Community Center Pink Parenting Magazine Tagg Magazine AIDSmeds Commerce Joe.My.God. Pink Triangle Press The Center: 7 Rivers LGBTQ Connect ALL OUT ARTS, INC. Echo Magazine Kennethinthe212 Plexus LGBT & Allied Chamber of The DC Center for the LGBT AmericaBlog EDGE Media Network L Style G Style Commerce Community Arkansas Transgender Equality Lasting Lesbian Love Pride & Groom Magazine The Gayly Coalition Femme Secrets Lesbian News POZ The Arosa Gay Ski Week Fenuxe Magazine LGBT Center of Central PA Pride Festival of Central PA The Montrose Star Aspen Gay Ski Week / AspenOUT FLAME Magazine LGBT Football Network Pride Source Media Group/Between The Rainbow Times Atlanta Gay and Lesbian Chamber of Frontiers Media LGBTQ Global Tennis Foundation The Lines The Spectrum Center Commerce FTM Magazine M2M6 inc. Pride.com The Standard Magazine Austin Gay & Lesbian Chamber of FunMaps MBA Orlando Pridezillas TheAdvocate.com Commerce GayDesertGuide.com MDGLCC - Miami-Dade Gay & Lesbian Project Q thenewsGayper.com Baltimore OUTloud Gayosphere.com Chamber of Commerce PROUD FM 103.5 therepubliq Gay San Diego Miami Beach LGBT Visitor Center Q Magazine The LGBT Center of Central Florida GAY to Z DIRECTORY Mid-South Pride QNotes Towleroad Bear World LTD Gay.net MileHighGayGuy.com QSaltLake Transgender Resource Center of New Bi Community News Gay.Vegas MISTERBNB Queer Humboldt Mexico Bisexual Resource Center Gayborhood NAGLREP - The National Association of queer.de TSL, Inc. (Team Saint Louis) Black Hills Center for Equality GayCalgary Magazine Gay & Lesbian Real Estate Tu Salud Bleu GayCities Professionals Quist Twin Cities Gay Scene Bloomington PRIDE Gayvan.com Travel Marketing Nashville LGBT Chamber of Commerce RAGE Magazine UrbanSocialites Magazine Camp magazine GayWhistler | Whistler Pride New Leaf Columbus Rainbow Center (Tacoma, WA) VIP Media Group CenterLink: The Community of LGBT Georgia Voice Next Magazine Rainbow High Vacations Centers GOglbt Business Referral Group NJ LGBT Chamber of Commerce Rainbow411.com Watermark Media Charlotte Business Guild Grab Magazine Odyssey Magazine Raynbow Affair Magazine We Are Family magazine Chattahoochee Valley Pride Inc Greg In Hollywood ONE Community Reaching Out MBA Circle of Voices Inc. Grindr Our Lives Magazine Real Health Wisconsin Gazette Colombian LGBT Chamber of GSBA (Greater Seattle Business Out and About Nashville Revolvers Wisconsin LGBT Chamber of Commerce Association) Richmond Business Alliance Commerce Compass Community Center GSHRadio.com (Gay Safe Haven Radio) OUT IN JERSEY MAGAZINE San Diego LGBT Weekly Worcester Pride Compete Magazine Hayden's List Out In SA Bay Times & "Betty's Connextions Magazine Hep Mag OUT.com List“ Crown & Anchor Inc. Hotspots Media Group , Inc. SheWired.com Voice ImageOut, Rochester's LGBTQ Film OutSmart Magazine Smart + Strong 4 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

CMI’s 9th Annual LGBT Community Survey®

THANK YOU TO OUR 2015 SPONSOR!

…AND TO OUR OUTSTANDING 2015 CONTRIBUTING PARTNERS!

See Page 4 for a Full List of CMI’s 2015 Study Partners

5 1 Identities Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Gender Identity and : Within the larger LGBTQ community, the terms used to express sexual orientation, , and cultural identity are changing, especially among younger participants and those identifying as women or gender expansive. Note that far more women are likely to describe themselves as bisexual and/or queer than men. Gender expansive includes participants who described themselves as transgender, trans man, trans woman, intersex, non-binary, gender queer and/or gender fluid. Those identifying as gender expansive are likely to define themselves with multiple terms.

Do you identify as...? (Please mark all that apply.)

All Millennial All Millennial All Men Men Women Women Gender Expansive (Age 18+) Yr. 1997-1981 (Age 18+) Yr. 1997-1981 (Age 18+)

Gay Man 95% 94% - - 19% Bisexual Man 6% 8% - - 9% Lesbian or Gay Woman - - 81% 65% 19% Bisexual Woman - - 24% 40% 12% Transgender 1% 2% 3% 3% 48% Queer 5% 8% 14% 26% 41% Questioning - 1% 1% 3% 3% Trans Man 1% 2% - - 20% Trans Woman - - 2% 2% 20% Intersex - - 1% 0% 4% Non-binary - 1% 2% 5% 24% Pansexual 1% 2% 4% 9% 18% Asexual - 1% 1% 3% 6% Gender Queer 1% 2% 4% 7% 33% Gender Fluid 1% 1% 3% 5% 24% 2% 3% 3% 4% 7%

Bases: All Men n=12,765; Millennial Men n=2,853; All Women n=3,279; Millennial Women n=1,011; All Gender Expansive n=1,012 7 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Favorability of LGBT Terms: LGBT remains the most popular term to describe the community among both men and women. In addition, LGBT-friendly is more popular than gay-friendly. Favorability of LGBTQ is similar to 2014 report results.

The following terms and images are often used in corporate marketing to describe or refer to the community. Please rate how you feel each, when you see them used by corporations. My opinion of the use of the term in corporate advertising is...

% Positive Among Among LGBT 80% 74% LGBT-friendly 79% 69% Lesbian & Gay 70% 63% Gay & Lesbian 70% 72% Rainbow (the image / graphic) 68% 57% LGBTQ 67% 53% Gay-friendly 66% 66% Everyone-welcoming 51% 50% GLBT 49% 54% Gay-welcoming 44% 46% Pink triangle (the image / graphic) 42% 32% "Rainbow" (the word) 40% 29% Queer 33% 22% LGBTQQIA 30% 19% Same Gender Loving 27% 22%

Bases: Lesbians n=2,641; Gay Men n=12,131 8 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Favorability of LGBT Terms: Not surprisingly, bisexual men and women and transgender community members do not respond favorably to “gay and lesbian.” LGBT and LGBTQ are the preferred terms in the bisexual and transgender communities.

The following terms and images are often used in corporate marketing to describe or refer to the community. Please rate how you feel about each, when you see them used by corporations. My opinion of the use of the term in corporate advertising is…)

Among Bisexual Among Transgender, Trans Men % Positive Among Bisexual Men Women and Trans Women LGBT-friendly 64% 79% 76% LGBT 60% 77% 72% Everyone-welcoming 58% 51% 50% Gay-friendly 51% 44% 42% LGBTQ 47% 77% 69% Gay & Lesbian 46% 43% 35% Rainbow (the image / graphic) 46% 64% 58% Lesbian & Gay 43% 44% 36% GLBT 41% 42% 46% Gay-welcoming 38% 30% 31% Queer 25% 41% 42% Same Gender Loving 25% 24% 25% "Rainbow" (the word) 25% 33% 36% Pink triangle (the image / graphic) 25% 35% 35% LGBTQQIA 23% 44% 44%

Bases: Bisexual Men n=811; Bisexual Women n=772; Transgender/Trans Men/ Trans Women n=613 9 LGBT 2 Families Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Type of Community: Gay and bisexual men are much more likely to live in big cities than lesbian and bisexual women or gender expansive community members. Lesbian and bisexual women are more equally divided in different types of communities.

What type of environment best describes the place in which you live?

Millennial Gen X Boomer Millennial Gen X Boomer All Gender Men Men Men Women Women Women Expansive Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 (Age 18+)

Urban / big city 46% 47% 41% 33% 31% 31% 29%

Medium sized city 24% 23% 22% 31% 30% 25% 28%

Small city / small town 14% 15% 16% 16% 18% 19% 16%

Suburb 12% 11% 14% 15% 14% 17% 16%

Rural area 4% 4% 7% 5% 6% 8% 10%

Bases: Millennial Men n=2,853; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=1,040; Boomer Women n=1,123; All Gender Expansive n=1,012

Gender expansive includes participants who described themselves as transgender, trans man, trans woman, intersex, non- binary, gender queer and/or gender fluid. 11 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Relationship Status: At any given moment, gay and bisexual men are more likely than lesbian and bisexual women to define themselves as single. Lesbian and bisexual women are far more likely to be married. Only 9% of Millennial men define themselves as married compared to 22% of Millennial women.

Which of the following best describes your current relationship status? (Please mark all that apply.)

All Millennial Gen X Boomer All Millennial Gen X Boomer Silent Gen All Gender Men Men Men Men Women Women Women Women Yr. 1928-1945 Expansive (Age 18+) Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 (Age 18+) Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 All Identities (Age 18+)

Single / not in a relationship 43% 55% 40% 39% 26% 31% 21% 27% 36% 40%

Legally married 23% 9% 23% 29% 31% 22% 36% 35% 31% 26%

In a relationship and living 20% 19% 23% 18% 23% 27% 24% 21% 12% 17% with partner (no legal status)

In a relationship but 8% 13% 8% 6% 11% 15% 11% 9% 8% 12% not living with partner (dating)

Registered domestic partner 3% 1% 3% 4% 4% 2% 3% 6% 5% 1%

Divorced from opposite-sex spouse 3% 0% 2% 4% 4% 2% 5% 4% 10% 7%

Engaged 2% 4% 3% 1% 5% 8% 5% 2% 1% 4%

Widow / Widower 2% 0% 1% 3% 1% 0% 1% 2% 9% 2%

Bases: 12,765 2,853 4,489 4,876 3,279 1,011 1,040 1,123 673 1,012

In any given segment, less than 1% selected “.” 12 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Satisfaction with Relationship: Men and women appear to be equally satisfied with their current same-sex partner relationships. Over 90% of same-sex couples indicated satisfaction with their primary relationships.

On a scale of 1 to 5, how satisfied are you with your marriage / primary relationship?

- Among Gay and Bisexual Men - - Among Lesbians and Bisexual Women -

Very Satisfied 77% (Most aspects of my 78% relationship are going well )

Somewhat Satisfied (Many aspects of my relationship 14% are going well) 13%

(6%) Neutral (5%) (1%) Somewhat Unsatisfied (1%) (1%) Very Unsatisfied (2%) (1%) Prefer not to answer (1%)

Bases: Men (Gay and Bisexual Men) n=2,884; Women (Lesbians or Bisexual Women) n=1,016 13 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Describing their Partner: When asked to describe their partner, same-sex couples use the exact same words regardless of gender (although men are more like to use the word handsome, while women are more likely to use beautiful). Mental/emotional characteristics are far more likely to be used than physical descriptors.

Please tell us the three words that best describe the qualities of your partner or spouse? (Respondents Typed Their Responses)

Among Partnered Men Among Partnered Women

Loving 34% Loving 32% Caring 22% Caring 18% Funny, fun 19% Funny, fun 18% Kind 15% Intelligent 16% Smart 13% Smart 16% Loyal 12% Kind 15% Honest 11% Loyal 12% Intelligent 10% Honest 10% Supportive 6% Beautiful 8% Handsome 6% Supportive 8%

Bases: Partnered Men n=5,551; Partnered Women n=1,859 14 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Pet Companions: Lesbian and bisexual women are far more likely to care for pets than gay and bisexual men. However, 79% of women and 61% of men indicated pets in the home (the national average is 62% of households). Consequently, lesbian and bisexual women purchase more pet food. Cats are particularly popular among lesbians and bisexual women as compared to gay and bisexual men.

What kind(s) of pet(s) do you care for in your home, if any? (Please mark all that apply.)

Among Gay and Bisexual Men Among Lesbians and Bisexual Women (%) (%)

Dog 41 51

Cat 27 48

Fish 6 7

Bird 3 3

Other 3 7

I do not care for any pets 39 21

Partnered / Partnered / Single or Dating Single or Dating Cohabitating Cohabitating Men Women Purchased Pet Food Men Women In Past 30 Days 36% 60% 52% 71% Bases: 6,502 5,952 1,226 1,974 Bases: Men (Gay and Bisexual Men) n=12,647; Women (Lesbians and Bisexual Women) n=3,264 General population statistic from The Humane Society of the United States. 15 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Children: Within the LGBT community, Generation X lesbian and bisexual women are most likely to be parents of a child under age 18. However, that may change in the future. Both Millennial men (51%) and women (55%) desire to have children in the future.

Do you have children? (Mark all that apply.)

Millennial Gen X Boomer Millennial Gen X Boomer Gender Men Men Men Women Women Women Expansive Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 (Age 18+)

Yes, I have children under age 18 living in my home. 2% 6% 2% 11% 31% 7% 9% Yes, I have children under age 18 not living in my home. 1% 2% 1% 1% 3% 2% 3% Yes, I have children over age 18. 0% 4% 17% 0% 13% 32% 18% No 97% 88% 80% 88% 59% 61% 70%

1% 1% Do you want to have children in the future? 11% 9% 8% 13% 5% 10% 22% (Mark all that apply.) 8% 4% 20% 24% 20% Yes, I hope to have children in the 40% 32% next three years. 27% Yes, I hope to have children four or more years from now. 90% 94% Not Sure 28% 23% 61% 64% No 45% 23% 26%

Bases: Millennial Men n=2,853; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=1,040; Boomer Women n=1,123; All Gender Expansive n=1,012 16 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Building a Family with Children: Within the LGBT community, how men and women plan to have children is quite different as gender influences available options. Of important note is the large number of LGBTs that would consider foster care.

If you are comfortable sharing…what method of conceiving or adopting children do you think you will use? (Mark all that apply.)

Among Prospective Future Parents Among Prospective Future Parents (Lesbians and Bisexual Women) (Gay and Bisexual Men) 67% Donor Sperm Agency Adoption 53% Artificial Insemination 57% Surrogacy 43% Independent Adoption 37% In Vitro Fertilization (IVF) 35% Foster Care 27% Agency Adoption 31% Artificial Insemination 25% 24% Fertility Drugs International Adoption 24% Independent Adoption 23% Identified Adoption 22% Foster Care 22% Joint Adoption 20% Donor Eggs Intercourse 17% 20% In Vitro Fertilization (IVF) 16% Joint Adoption 16% Not sure 14% Identified Adoption 11% Intercourse 13% Second-Parent Adoption 11% Donor Sperm 6% International Adoption 10% Relative (Kinship) Adoption 6% Second-Parent Adoption Not sure 9% 5% Fertility Drugs 4% Intracytoplasmic Sperm Injection (ICSI) 6% Intracytoplasmic Sperm Injection (ICSI) 4% Surrogacy 3% Donor Embryos 4% Step Parent Adoption 2% Step Parent Adoption 3%

Bases: Men (Gay and Bisexual Men) n=705; Women (Lesbians and Bisexual Women) n=281 17 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Parenting Resources: LGBTs are most likely to seek parenting advice from their own parents. LGBT parents are just as likely to seek advice from straight parents as other LGBT parents.

In the past year, where have you obtained information about how to raise your child(ren)? (Please mark all that apply.)

My Parents 58%

Other straight parents 56%

Other LGBT parents 48%

General population parenting 36% website

Child's school 32%

Brothers or sisters 31%

General population parenting 21% magazine

LGBT parenting website 11%

LGBT parents support group 8%

Child's babysitter/nanny 7%

LGBT parenting magazine 4%

Bases: All LGBT Parents n=1,050 18 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Public vs. Private Education: At 9%, the percentage of children of LGBT parents in private schools is very similar to national averages. However, LGBT parents of pre-school children have a strong interest in private education. At 3%, the percentage of children of LGBT parents homeschooling their children is also very similar to national averages.

What about school? (Please mark all that apply.)

Current Enrollment Status Future Enrollment Plans Among Parents with Children Under 18 Among Parents with Children not Currently Enrolled

I currently have children in public school (K-12) 68% 76%

I currently have children in private school (K-12) 9% 22%

I currently have children enrolled in online school (K- 2% 12) 1%

I currently home school my children 3% 3%

All children too young to be in school 15%

Other 7% 4%

Bases: Current Enrollment Parents n=1,261; Future Enrollment Parents n=193 Gen pop statistics from the Council for American Private Education and National Center for Education Statistics 19 Purchase 3 Preferences Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Economic Confidence: Gay and bisexual men describe their economic situation more positively than lesbian and bisexual women. Gender expansive community members are least economically confident, but that is at least partially because they trend younger in age. Baby Boomer LGBTs are 10% more economically confident than Millennial LGBTs. Overall, LGBTs are far more positive than negative about their economic situation, with all three generations reporting increased confidence since 2014 by 2 to 5%.

How would you describe your current financial situation? (Please mark all that apply.)

Positive 50% 47% 44% 40% 39% 34% Right now I’m doing great financially or I’m 25% confident in my economic future.

Neutral

I’m doing alright financially but just breaking 35% 32% 33% 29% even. 26% 24% 24%

Negative It is a struggle to make financial ends meet, 38% I’m falling behind financially and going into debt, or 24% 22% 22% 23% My financial situation is a disaster. 17% 17%

Millennial Gen X Boomer Gender Millennial Gen X Boomer Men Men Men Expansive Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 (Age 18+) Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

Bases: Millennial Men n=2,844; Gen X Men n=4,478; Boomer Men n=4,863; Gender Expansive n=1,010; Millennial Women n=1,009; Gen X Women n=1,040; Boomer Women n=1,117. Gender expansive includes participants who described themselves as transgender, trans man, trans woman, intersex, non-binary, gender queer and/or gender fluid. 21 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Consumer Personalities: LGBT men and women are equally likely to describe themselves as online and mobile shoppers as well as researcher/planner purchasers. Gay and bisexual men are far more likely than lesbian and bisexual women to describe themselves as impulsive shoppers, luxury shoppers and brand name shoppers.

Which words or statements best describe your purchasing/consumer personality? (Please mark all that apply.)

Among Gay and Bisexual Men Among Lesbians and Bisexual Women

Control Online Shopper (68%) Online Shopper (67%)

Improvement Researcher / Planner (63%) Researcher / Planner (61%)

Budget Shopper (59%) Budget Shopper (67%) Measure Generic / Store brands Shopper (34%) Generic / Store brands Shopper (37%)

Brand name Shopper (33%) Brand name Shopper (21%)

Impulsive Shopper (32%) Impulsive Shopper (24%)

Luxury Shopper (20%) Luxury Shopper (9%)

Mobile Shopper (16%) Mobile Shopper (19%)

Bases: Men (Gay and Bisexual Men) n=12,712; Women (Lesbians and Bisexual Women) n=3,265 22 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Purchases: Compared to the 8th Annual LGBT Community Survey (2014), LGBTs report increases across most major purchases in 2015. In 2014, 15% reported a major furniture purchase compared to 26% in 2015. In 2014, 16% reported a new car purchase or lease, compared to 20% in 2015.

Which of these did you purchase over the past 12 months? (Please mark all that apply.)

68% 70%

Gay / Bi Men 51% 53% 46% Lesbians / Bi Women 39%

29% 26% 23% 25% 23% 24% 24% 20% 21% 19% 10% 5% 5% 5%

Tickets for Smart phone Salon Services Major Piece of Tickets to a Tablet Laptop Purchased (or Desktop Cosmetic performing arts or Spa Furniture Non-profit Computer Computer Leased) a New Computer Enhancement* (music, theatre, Treatments $500+ Fundraising Automobile Etc.) Event $100+

Bases: Men (Gay and Bisexual Men) n=12,706; Women (Lesbians and Bisexual Women) n=3,257 *(surgical or non-surgical) 23 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Everyday Purchases: Gay and bisexual men report slightly higher 30-day purchasing rates on everyday consumer products compared to lesbian and bisexual women.

Have you personally purchased the following consumer items during the past 30 days?*

Partnered / Partnered / Single or Dating Single or Dating Cohabitating Cohabitating Men Women Men Women

Over $50 of food at a grocery store in a single shop 82% 90% 78% 89%

Toothpaste 71% 73% 60% 67%

House cleaning products 65% 70% 54% 61%

Laundry detergent 65% 70% 54% 63%

An article of clothing valued at over $50 47% 54% 38% 47%

Teeth whitening product 15% 14% 8% 9%

Bases: Single or Dating Men n=6,502; Partnered/Cohabitating Men n=5,952; Single or Dating Women n=1,226; Partnered *Participants were asked to only select items /Cohabitating Women n=1,974 that they personally purchased (not a partner or roommate). 24 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Alcohol Consumption: Within the LGBT community, urban gay men, age 21 to 28, are the heaviest consumers of alcohol. Within this key demographic, whiskey consumption at least one time per week is increasing compared to vodka, the traditional spirit leader in the LGBT community.

About how many total alcohol drinks have you consumed of each kind in the past 7 days at home, restaurant or bar? (SLIDE ONE OF TWO)

Gay Men Only Millennial Gen X Boomer Millennial Gen X Boomer (Age 21-28, Men Men Men Women Women Women Urban/Big City Yr. 1994-1981 Yr. 1994-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1965-1980 Yr. 1946-1964 Residents) (Age 21+) (Age 21+)

Average #of Drinks 4.0 3.7 2.8 2.0 3.1 2.3 1.6 Beer % 1+ Drinks 54% 47% 37% 29% 44% 36% 28% Average #of Drinks 3.9 3.1 2.8 2.0 1.2 1.2 0.9 Vodka % 1+ Drinks 48% 40% 37% 27% 24% 21% 17% Average #of Drinks 3.5 3.0 2.9 3.2 2.2 1.7 2.1 Wine % 1+ Drinks 56% 47% 48% 48% 41% 41% 44% Average #of Drinks 1.9 1.5 0.8 0.4 0.6 0.4 0.2 Whiskey % 1+ Drinks 30% 25% 14% 8% 14% 11% 6% Average #of Drinks 1.7 1.7 1.4 0.9 1.1 1.1 0.6 Light Beer % 1+ Drinks 23% 21% 17% 12% 15% 13% 10% Average #of Drinks 1.6 1.1 0.7 0.5 0.5 0.5 0.4 Tequila % 1+ Drinks 33% 23% 17% 13% 15% 13% 11% Average #of Drinks 0.9 0.9 0.6 0.5 0.4 0.4 0.3 Rum % 1+ Drinks 22% 18% 13% 10% 12% 11% 8%

Bases: Gay Men 21-28 Urbanites n=513; Millennial Men n=2,700; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=926; Boomer Women n=1,123 25 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

About how many total alcohol drinks have you consumed of each kind in the past 7 days at home, restaurant or bar? (SLIDE TWO OF TWO)

Gay Men Only Millennial Gen X Boomer Millennial Gen X Boomer (Age 21-28, Men Men Men Women Women Women Urban/Big City Yr. 1994-1981 Yr. 1994-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1965-1980 Yr. 1946-1964 Residents) (Age 21+) (Age 21+)

Average #of Drinks 0.9 0.7 0.6 0.7 0.3 0.2 0.3 Gin % 1+ Drinks 18% 13% 11% 11% 7% 5% 6%

Average #of Drinks 0.7 0.7 0.7 0.6 0.3 0.3 0.2 Bourbon % 1+ Drinks 15% 12% 13% 10% 7% 7% 6%

Average #of Drinks 0.2 0.3 0.3 0.5 0.1 0.1 0.1 Scotch % 1+ Drinks 7% 6% 6% 7% 3% 4% 3%

Average #of Drinks 0.2 0.2 0.2 0.1 0.1 0.1 0.1 Sake % 1+ Drinks 6% 5% 4% 3% 3% 3% 3%

Average #of Drinks 0.2 0.2 0.1 0.1 0.1 0.1 0.1 Brandy % 1+ Drinks 4% 4% 3% 3% 2% 2% 3%

Bases: Gay Men 21-28 Urbanites n=513; Millennial Men n=2,700; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=926; Boomer Women n=1,123 26 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

The Internet of Things: LGBTs are known “early adopters” of technology such as smart phones and tablets. While the Internet of Things is emerging, we are tracking LGBT purchase and usage trends.

Have you purchased any of these Internet / mobile-enabled devices in the past 12 months? (Please mark all that apply.)

Wearable Fitness Device Purchasers… Wearable

Fitness Device Are Pet Owners 72% 13% Live in Urban Environments 68% (Medium-Big Cities)

Smart Watch Smart Are Online Shoppers 79% Thermostat 5% 5% Visit LGBT Websites/Blogs Weekly 71%

Internet 4% Self-driving Vacuum 2% Connected Cleaner Active in Social Media (Median) 2 hours / day Security Smart Refrigerator 1% System

Bases: All LGBT n=15,153; Wearable Device Purchasers n=1,913 27 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Corporate LGBT Outreach and Motivation to Purchase: Pro-LGBT corporate policies have encouraged the LGBT community to purchase many brands. As a fill-in-the-blanks, write-in exercise (i.e. not multiple choice), these are the top brands recalled and entered by participants, but the overall list was extensive.

Over the past 12 months, which companies or brands have you made a conscious decision to purchase from because of their pro-LGBT policies or practices? (Write-in top of mind question). Note: In 2015, the survey allowed ten write in responses, compared to five in 2014, resulting in increased percentages across brands.

Among Gay and Bisexual Men Among Lesbians and Bisexual Women

Apple 27% Target 21% Starbucks 21% Starbucks 20% Target 19% Apple 16% Amazon 11% Amazon 10% Home Depot 8% Nabisco* 8% JCPenney 10%

Macy’s 8% Nabisco* 9% American Airlines 7% Home Depot 7% Wells Fargo 6% Wells Fargo 6% Google 5% Subaru 6% Gap Inc. 5% JCPenney 5% Macy's 5% Costco 5% Google 5% Absolut Vodka 5% *Nabisco ratings include Honeymaid and Oreo.

Bases: Men (Gay and Bisexual Men) n=4,141; Women (Lesbian and Bisexual Women) n=1,036 28 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Negative Brand Recognition: Once again, Chick-fil-A has, by far, the most negative corporate reputation within the LGBT community. 74% of LGBTs typed in the company name as the one brand they are boycotting (up 4% from last year). Hobby Lobby is now firmly in the number two position with 22% of LGBTs responding negatively to the brand.

Which companies or brands have you boycotted because of their anti-LGBT policies or practices? (Respondents typed their responses from memory) Note: In 2015, the survey allowed five write in responses, compared to three in 2014.

Chick-fil-A 74%

Hobby Lobby 22%

ExxonMobil 12%

Barilla Pasta 12%

Cracker Barrel 10%

Bases: All LGBT n=9,304 29 Media 4 Consumption Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

In the past 7 days, have you read, viewed, or listened to...? (Please mark all that apply.)

Millennial Gen X Boomer Millennial Gen X Boomer Men Men Men Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 LGBT websites / blogs 69% 70% 68% 65% 53% 45% Streaming video (TV or movies) on your computer 63% 54% 40% 61% 48% 34% Mainstream websites / blogs 58% 61% 58% 58% 50% 47% Network / cable television 51% 67% 73% 45% 58% 70% Mainstream radio 38% 43% 43% 41% 47% 44% LGBT mobile apps 37% 32% 21% 9% 7% 4% Mainstream general 37% 47% 60% 35% 39% 59% LGBT publication(s) for my city or region 33% 42% 47% 30% 37% 42% LGBT-character driven TV programming 30% 31% 26% 29% 23% 18% Mainstream magazines 29% 42% 46% 23% 32% 41% LGBT email newsletters 28% 30% 33% 28% 31% 33% LGBT-dedicated TV channel 24% 27% 22% 9% 11% 9% LGBT national magazine(s) 24% 31% 37% 14% 20% 24% Podcasts 22% 20% 12% 24% 20% 14% Mainstream email newsletters 21% 21% 23% 21% 21% 23% Alternative newspapers 18% 23% 29% 20% 24% 33% Satellite radio 17% 29% 28% 12% 20% 19%

Bases: Millennial Men n=2,853; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=1,040; Boomer Women n=1,123 31 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Device Usage, Lesbian and Bisexual Women: Among communications devices, generational differences are far more important than gender differences within the LGBT community. Smart phone usage is near universal. Landline use for personal communication is down to 15% among LGBT Millennials.

Do you own or use any of the following tools for your personal communication (not work)? (Please mark all that apply.)

Millennial Gen X Boomer Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

Mobile phone or smart phone 99% 99% 97%

Text messaging 97% 96% 89%

Personal email account 94% 96% 95%

Home laptop computer 84% 81% 78%

Personal letters and cards through the postal service 54% 59% 68%

Skype or other Internet phone 49% 37% 34%

Tablet computer 45% 59% 61%

Home desktop computer 23% 36% 46%

Pay bills through the postal service 23% 40% 51%

Land telephone line in your home 15% 31% 55%

Bases: Millennial Women n=1,006; Gen X Women n=1,036; Boomer Women n=1,119 32 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Device Usage, Gay and Bisexual Men: Among communications devices, generational differences are far more important than gender differences within the LGBT community. Smart phone usage is near universal. Landline use for personal communication is down to 15% among LGBT Millennials.

Do you own or use any of the following tools for your personal communication (not work)? (Please mark all that apply.)

Millennial Gen X Boomer Men Men Men Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 97% 95% 98% Mobile phone or smart phone 96% 95% Text messaging 86% 95% 93% Personal email account 95%

Home laptop computer 80% 76% 71%

Tablet computer 48% 63% 55%

Skype or other Internet phone 44% 36% 29%

Personal letters and cards through the postal service 36% 49% 60%

Home desktop computer 28% 44% 57%

Pay bills through the postal service 18% 33% 45%

Land telephone line in your home 14% 31% 54%

Bases: Millennial Men n=2,832; Gen X Men n=4,471; Boomer Men n=4,858 33 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Social Media Consumption: Nearly all LGBTs use Facebook at least once a week. Instagram has particular strength among LGBT Millennials. Gay and bisexual men, especially Millennials, report strong use of dating apps dedicated to gay men.

Do you have and have actively used (at least once a week) any of these social media and dating websites/apps in the past month?

Millennial Gen X Boomer Millennial Gen X Boomer Men Men Men Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

Facebook 91% 86% 73% 91% 87% 84%

YouTube 79% 73% 63% 72% 63% 58%

Instagram 57% 37% 15% 54% 33% 15%

Twitter 47% 41% 24% 39% 35% 24%

Tumblr 45% 40% 27% 39% 12% 4%

Snapchat 41% 10% 2% 34% 7% 2%

LinkedIn 36% 45% 38% 29% 37% 39%

Google+ 21% 26% 27% 19% 28% 29%

Pinterest 18% 18% 13% 40% 34% 21%

Vine 15% 8% 3% 8% 3% 1%

Any dating app dedicated to gay men 58% 48% 38%

Any dating app dedicated to lesbians 7% 6% 7% Any dating app for the general population 16% 5% 2% 12% 5% 3% (mostly straight)

Bases: Millennial Men n=2,834; Gen X Men n=4,463; Boomer Men n=4,847; Millennial Women n=1,002; Gen X Women n=1,034; Boomer Women n=1,115 34 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Social Media Use: Not surprisingly, LGBT Millennials are far more likely than older generations to use social media. However, even among LGBT Generation Xers and Baby Boomers, social media use is strong.

About how many hours each day do you actively use social media websites/apps (total of all social media activity)?

Millennial Gen X Boomer Millennial Gen X Boomer Men Men Men Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

5.0 4.2 3.8 4.0 Average Hours Spent 3.2 3.1 on Social Media 3.0 2.5 2.6 2.0

1.0

0 Hours 3% 5% 13% 2% 5% 10% 1 to 2 34% 47% 51% 38% 49% 52% 3 to 4 32% 29% 24% 35% 27% 26% 5 to 6 15% 10% 7% 14% 10% 6% 7 to 8 6% 4% 3% 7% 3% 3% 9+ 8% 4% 1% 6% 3% 2%

Bases: Millennial Men n=2,688; Gen X Men n=4,172; Boomer Men n=4,402; Millennial Women n=972; Gen X Women n=983; Boomer Women n=1,029 35 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Corporate Use of Social Media: LGBTs are actively engaged in social media. However, compared to the 2014 report, we observed decreases in responses for intentional or paid engagement in nearly all categories.

In the past 7 days have you...? (Please mark all that apply.)

Millennial Gen X Boomer Millennial Gen X Boomer Men Men Men Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

"Liked" a business on Facebook 46% 47% 35% 47% 54% 46%

Clicked on a Facebook ad 40% 37% 33% 31% 33% 36%

Used social media to post a positive experience with a brand, product or service 30% 30% 21% 26% 25% 22%

Clicked on a mobile app ad 21% 18% 15% 11% 12% 13%

"Checked-in" at a business to get deals / discounts 20% 22% 25% 12% 21% 26%

Used social media to post a negative experience with a brand, product or service 19% 20% 13% 14% 16% 13%

Forwarded an advertisement to a friend 17% 18% 15% 14% 18% 16%

Shared or retweeted a commercial ad or announcement 15% 13% 8% 13% 12% 9%

Scanned a QR "tag" with your smartphone 11% 14% 10% 8% 11% 11%

Purchased a deal from Groupon, Living Social, etc. 11% 13% 9% 12% 16% 13%

Bases: Millennial Men n=2,853; Gen X Men n=4,489; Boomer Men n=4,876; Millennial Women n=1,011; Gen X Women n=1,040; Boomer Women n=1,123 36 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Reaching Gay and Bisexual Men: Millennial gay and bisexual men are largely reached online, with over half reading LGBT print publications. Gen X and Baby Boomer men can be reached through LGBT digital and print publications. Over half of Baby Boomer men donate to LGBT organizations. Attending Pride events is popular, especially among Millennial and Gen X men.

In the past 12 months, I have … (Please mark all that apply.) Millennial Gen X Boomer Men Men Men Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964

Viewed LGBT website(s) 88% 90% 88% Gone to a bar / nightclub for the LGBT community 73% 69% 54% Read LGBT blog(s) 71% 67% 58% Used a gay or lesbian dating app or website 69% 53% 38% Watched a film with majority LGBT characters 68% 71% 65% Used LGBT mobile app(s) 61% 52% 35% Read LGBT print publication(s) 59% 70% 74% Gone to a neighborhood because it was LGBT popular 54% 52% 42% Attended LGBT pride event(s) 52% 51% 44% Donated to LGBT organization(s) 34% 50% 53% Attended an LGBT organization fund-raiser, gala, etc. 31% 37% 36% Volunteered at LGBT organization(s) 23% 23% 21% Went to an LGBT film festival 8% 11% 12%

Bases: Millennial Men n=2,845; Gen X Men n=4,482; Boomer Men n=4,865 37 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Reaching Lesbian and Bisexual Women: Millennial lesbian and bisexual women are largely reached online, with over half reading LGBT print publications. Gen X and Baby Boomer women can be reached through LGBT digital and print publications. About half of Baby Boomer women donate to LGBT organizations. Attending Pride events is equally popular across all generations.

In the past 12 months, I have … (Please mark all that apply.) Millennial Gen X Boomer Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Viewed LGBT website(s) 86% 83% 76% Read LGBT blog(s) 70% 50% 35% Watched a film with majority LGBT characters 65% 62% 50% Gone to a bar / nightclub for the LGBT community 55% 51% 35% Attended LGBT pride event(s) 52% 51% 47% Read LGBT print publication(s) 52% 64% 71% Gone to a neighborhood because it was LGBT popular 37% 33% 28% Donated to LGBT organization(s) 30% 42% 49% Attended an LGBT organization fund-raiser, gala, etc. 26% 32% 39% Used a gay or lesbian dating app or website 20% 13% 12% Volunteered at LGBT organization(s) 20% 23% 25% Used LGBT mobile app(s) 18% 14% 10% Went to an LGBT film festival 5% 11% 13%

Bases: Millennial Women n=1,011; Gen X Women n=1,039; Boomer Women n=1,122 38 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Digital Games: Lesbian and bisexual women are strong across all generations, while Millennial gay and bisexual men are more likely to be gamers compared to older men.

How many hours each day do you play games on a console, phone, tablet or computer (total for all devices)?

Top Mobile Games Millennial Gen X Boomer Millennial Gen X Boomer (Write-In Question) Men Men Men Women Women Women Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Yr. 1997-1981 Yr. 1965-1980 Yr. 1946-1964 Millennial LGBTs Candy Crush Series 15% Average Hours Trivia Crack 7% 1.5 1.0 0.6 1.1 1.1 1.0 (Daily) Dragon Age Series 7%

0 44% 53% 66% 48% 49% 47% Gen X LGBTs Candy Crush Series 22% 1 to 2 37% 36% 29% 39% 40% 42% Words with Friends 14% Trivia Crack 10% Solitaire 9% 3 to 4 12% 8% 3% 10% 8% 8%

5+ 7% 3% 2% 3% 3% 1%

Bases: Millennial LGBTs n=1,933; Gen X LGBTs n=2,386 Bases: Millennial Men n=2,723; Gen X Men n=4,282; Boomer Men n=4,442; Millennial Women n=966; Gen X Women n=979; Boomer Women n=1,010 39 Social 5 & Political Concerns Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Social and Political Concerns: LGBTQ , anti-LGBT religious freedom legislation, marriage equality, affordable healthcare and racial discrimination were the top concerns within the community when the was survey fielded in May 2015. Economic concerns did not rank as high as social concerns.

Which of the following political and social issues are you most concerned about?

All All All All Gender All All Gender Men Women Expansive Men Women Expansive (Age 18+) (Age 18+) (Age 18+) (Age 18+) (Age 18+) (Age 18+) (1) LGBTQ Very Concerned 78% 83% 87% (9) Animal welfare Very Concerned 37% 48% 41% discrimination

(2) Anti-LGBT religious (10) Local crime and Very Concerned 76% 77% 77% Very Concerned 35% 39% 36% freedom legislation violence

(3) Marriage Equality Very Concerned 70% 73% 57% (11) Unemployment Very Concerned 34% 37% 49%

(4) Affordable Very Concerned 62% 68% 72% (12) High taxes Very Concerned 33% 30% 30% Healthcare

(5) Racial (13) Government Very Concerned 57% 69% 71% Very Concerned 28% 30% 33% discrimination regulation

(6) Global Warming / Very Concerned 53% 57% 55% (14) Inflation Very Concerned 22% 24% 25% Climate Change

(7) Wars or military Very Concerned 46% 48% 52% (15) Overpopulation Very Concerned 23% 23% 25% conflicts

(8) Poverty/ Very Concerned 44% 59% 66% Homelessness Bases: Bases Vary by Issue and Cohort. Gender expansive includes participants who described themselves as transgender, trans man, trans woman, intersex, non-binary, gender queer and/or gender fluid. 41 Community Marketing & Insights | 9th Annual LGBT Community Survey® U.S. Overview Report 2015

Let us help you better understand your FOR MORE INFORMATION: opportunities, grow your LGBT market share, and improve return on investment. CMI's highly specialized services are based on over 22 years of dedicated experience, producing LGBT (lesbian, gay, bisexual, transgender) market intelligence for leading corporate clients and organizations across the country and around the world.

Serving a variety of industries, we leverage our in-house proprietary panel of more than 70,000 community-representative LGBT consumers to produce consumer survey studies, recruit and facilitate focus groups, interviews, etc. Additionally, our team of experts offers strategic consulting and marketing planning based on consumer insight, and we produce custom LGBT research/sales/marketing/best practices corporate training and conference presentations.

Contact CMI to learn more about custom research, analysis and reporting on the variety of topics explored in our LGBT consumer studies, including: o Financial Outlook o Travel Behavior Community Marketing & Insights o Purchasing Behavior o Motivations o Media Consumption o Sports and Recreation 584 Castro St. #834 • San Francisco CA 94114 o Living Environment o Social Media Habits Tel +1 415/437-3800 • Fax +1 415/552-5104 o Terminology o Product Categories [email protected] o LGBT Social / Peer Circles Visit www.communitymarketinginc.com o Brand ‘LGBT friendliness’ o Custom Surveys, Focus

o Social Concerns Groups, In-Depth Interviews o Technology and other research Community Marketing, Inc. is an NGLCC Certified o Segments Within LGBT methodologies LGBT-Owned Business Enterprise.

LGBT Community Survey is a trademark of Community Marketing, Inc. Entire contents © Community Marketing, Inc. Use or distribution by permission only. 42

lgBt Market research: There is a difference! LGBT research is meant to help marketers understand the LGBT community, and make educated decisions about strategies and tactics to reach them. Not all research is the same, however. At Community Marketing & Insights, we leverage unique experience, methodologies and our own proprietary panel to generate the valid and actionable results that our clients depend on.

CMI’s ProPrIetary Panel: who are you talkIng to? Community Marketing & Insights (CMI) has recruited for our proprietary consumer panel over the past 20+ years by partner- ing with over 300 LGBT media, organizations, events and social media throughout the USA, , the UK, Germany, Australia, China and beyond. The panel is thus highly representative of LGBT consumers who interact with the LGBT community and media. CMI research is trusted by—and frequently quoted in—The New York Times, USA Today, The Wall Street Journal, Chicago Tribune, Los Angeles Times, Miami Herald, Forbes, Ad Week, NPR, CNN, CBS News, Associated Press, etc. Other research providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust the researcher enough to indicate in a survey that they are gay or lesbian. They may also use lists from one or two LGBT publish- ers, which is likely to skew results. If you are a marketer looking for valid LGBT consumer insights about products, services, or advertising creative and market- ing strategies, “general market” panel development approaches are not likely to yield LGBT community members who interact with the media where you are placing ads.

CMI’s QuantItatIve surveys: sIze does Matter CMI has conducted hundreds of LGBT-dedicated quantitative surveys since the early 1990s, covering a wide variety of top- ics, industries and interests. Through these studies, we both observe and influence the trends of this market. Size does matter when it comes to surveys. Our panel has grown to over 70,000 qualified LGBT consumers—the largest of its kind, by far. Our Annual LGBT Community Survey® study has attracted up to 45,000 survey participants representing 150 countries, making it the largest such study in the world. We leverage our long history, experience and expertise to guide you, fine-tuning our portfolio of research panels, methodologies and approaches to best match your market intelligence goals. If your communications channels are via the LGBT media, you’ll want to depend on research that represents these con- sumers’ interests, preferences, sensitivities and motivations. Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on the quality and demographic representation of their panel—or “reinvent the wheel” at your expense. It’s not possible to fathom the diversity and complexities within LGBT (see below) through a small sample. And with small samples, you lose the opportunity to derive statistically-significant crosstabs based on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumption that a Millennial lesbian couple in Seattle has the same purchas- ing motivations and behaviors as a 67-year-old gay man in Atlanta? Generalities and sweeping statements about “the LGBT market” based on comparatively small samples can distort the validity of research findings, wasting your investment of time and resources.

lgBt Panel dIversIty Is IMPeratIve, BeCause there Is no “lgBt Market” Community Marketing & Insights emphasizes that there is no “gay market,” just as there is no single “Asian market.” The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities. Add to that varia- tions in geographical location, age, income, relationship status, gender identity and more, and it becomes essential to discover which opportunities within LGBT will help you achieve your goals. Fine-tuning your approaches based on highly refined, well-targeted matches within LGBT will make your outreach initiatives more efficient and cost-effective, optimizing your marketing investment. General market surveys that may include a small subset of “the gay community” just scratch the surface of the diverse and varied of opportunities marketers can enjoy if properly explored and understood.

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/437-3800 • Fax +1 415/552-5104 [email protected] • www.CMI.info get a deePer understandIng of the lgBt CoMMunIty: QualItatIve researCh For over two decades, CMI has produced the most consistent, longest-running series of LGBT community surveys in the world. But we don’t stop there. Quantitative (data) research is important, but it’s just one side of the coin. Our full range of research services uncover the rest of the story through qualitative research, most notably derived from focus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candidates based on char- acteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the client’s prod- ucts or services. We maintain sufficient numbers of panelists to conduct groups in most major metro areas across the USA, Canada, UK, Germany, Australia and China, as well as many other markets. Sometimes the same creative, tested in different regions, can yield different perspectives. Isn’t it wise to know that—and adjust your plans—before investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that produces and facilitates qualitative research, including focus group studies (both in-person and online), in-depth interviews, online communities and advisory boards, which can round out a comprehen- sive market intelligence plan. By producing online surveys only, other research companies are telling only half of the story…at best. Without actual con- sumer interaction, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts. Nor can they adequately advise you on the sensitivities and complexities that can only be uncovered by qualitative research—extremely important considerations that averages and assumptions extrapolated from survey statistics are likely to miss.

In-house everythIng. we don’t outsourCe! Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research software. We conduct all of our research in-house—because nobody knows this market segment as well as we do. Unlike many other firms, CMI will never sell or represent another research company’s services. Nor will we outsource your projects and report on the results of a third party’s work. Without being intimately involved in every aspect of a project—discussing client goals, designing the study, building and implementing the survey, and engaging directly with consumers in focus groups—it is difficult to gain the insights that we regularly deliver. CMI’s hands-on LGBT research specialization spanning over two decades is unmatched.

value for the InvestMent You might think that with this kind of specialization and experience, you’d have to invest considerably more for Community Marketing & Insights services than for research from other companies. With our specific focus on LGBT market intelligence, howev- er, and the cumulative 60+ years of LGBT-dedicated experience among the CMI team, we’re able to keep your costs low. We don’t spend your money locating qualified survey or focus group participants, and we won’t waste time trying to source comparative data or case studies. We’ve already done all that, for your benefit, over the past 20+ years. At CMI, we’re not running a large operation juggling many accounts and projects with varied focus. Our client dedication and LGBT market specialization delivers you superior intelligence at a fraction of the cost. we are trusted. why thIs Is IMPortant: Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because our company is LGBT-owned and -operated, and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT consumers rec- ognize that we use research data to build corporate relationships that ultimately lead to social progress, better conditions for LGBT employees, and more sensitive communications.

Proudly lgBt-owned and -oPerated One of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing & Insights, you not only gain the ben- efit of our long-standing leadership in this field, you are working with one of the world’s only LGBT-owned market research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

and Proud of our CoMMunIty CItIzenshIP CMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous community- based organizations. We also participate in leading business and advocacy organizations, events and conferences within the commu- nity, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR and the International Gay & Lesbian Travel Association. Our community connection is not only the right thing to do, it is essential for maintaining authentic community relationships to benefit our clients.